Impressiveness, memorability and

personal impact

Presented by

Andrew Marty

SACS Consulting

• What does the research say about impressiveness and

memorability?

• What are the implications of this knowledge?

• How can we use it for professional presentations?

Objectives

But first, do impressions matter?

Who is persuasive?

Who is impressive?

Who is persuasive?

Who is impressive?

Who is persuasive?

Who is impressive?

Who is persuasive?

Who is impressive?

• How do people make them? Neuroscience evidence?

• “The decisive moment” by Jonah Lehrer

• The emotion centers of the brain light up first when

people are asked to make decisions

• Impressions matter.

Decisions

• What kind of impression do I want to give to my

stakeholders?

• I would want them to describe me as…

• You need to decide how you want to be perceived. The

more clearly you decide this, the more likely it is that

you will get there

• Start with five words or phrases you would want people

to use when they describe you

• Make plans about how to get there – ask for honest

feedback from those you trust.

Destination setting

• primacy and recency effects – 60/20/20

– Professionalism.

– Likeability.

– Trustworthiness.

• drivers of powerful first impressions

– Your perceived intentions – what are your vested

interests?

– Clarity of the destination – where are you going to

take us? Effective scene and objective setting.

– Your professional image – particularly whether it

meets our expectations. Perceived wellbeing.

Key drivers of impressions

• Does it follow the objectives you set at the beginning?

• Is it clear where you are in the sequence you outlined?

• Is the sequence logical and easy to follow?

• Is wording straightforward and clear?

• Is it interesting? Avoid going into too much detail.

• Design the presentation with headings. Show them to

people in heading form and ask for honest feedback –

does this make sense – is it clear – is it interesting?

• Consider using mind mapping to design the

presentation.

Key drivers of impressions – the

body of your presentation

Mind mapping

• It is helpful to identify two main subsystems in the

brain:

The neuroscience of influence

and change

Old Brain- approximates the

“old” part of the brain

The New Brain

• Affiliation, generosity, goodwill

• Reflective

• Options considered

• Imaginative/creative

• Higher order learning

• Slow/resource intensive

• Manages impulsive desires

• Labels emotional states

• Not ‘fully functional’ until

adulthood

• Seat of optimism

The Old Brain

• Focused on self

• Sensitive to threat

• Comfortable, auto pilot, or

• Fight or Flight

• Resistant to change

• Low order learning only

• Fast/efficient/instinctive

• Engages impulsive desires

• Anger/fear/depression

• Highly developed at birth

• Seat of pessimism

Energy use is more or less fixed – plus or minus 1 %. If you are in one

Zone you are not in the other

New Brain- approximates

the newer part

of the brain

Vision

Planning

Habit

Detail

Drama

Problem

Neuroscience says that the best

way to influence is to coach

• Learn to name your emotional states – blue zone, red

zone

• Practice considering your emotions from a third party,

objective point of view

• Focus on the best possible outcome from the situation

confronting you – what is your destination

• Practice managing your emotional level through

relaxation training.

Manage your own emotions

G = Goal

R = current Reality

O = Options

W = What next or Will

Coaching a group or individual

• How do you sum up what has gone before? A clarity of

drawing the information together

• Can you describe how the information you have

imparted can be used?

• Can you be clear about next steps, or what you want

your audience members to do?

Drivers of powerful final

impressions

• kinesics

– Body movements

– Body orientation

– Gestures

– Facial expressions

• Haptics

– Touch

• proxemics

– Use of personal space

Non-verbal behaviours

of influence

• chronemics

– Use of time – fast pace, slow pace, delay,

etc

• physical appearance

– Presentation

• artefacts

– Objects, “props”, fiddling, etc

• eye contact.

Non-verbal behaviours

of influence

• energy level – high, low, etc

• voice projection

– Loud, soft, quiet, gruff, smooth, etc.

Non-verbal behaviours

of influence

• Rational persuasion

• Consultation and partnership

• Inspirational appeal

• Ingratiation

• Personal appeal

• Exchange

• Coalition

• Legitimising

• Pressure.

Options for persuasion

• It is crucial to start and to finish well

• Make the material as easily understood as possible. If

you err, err on the side of simplicity

• Set a destination as to the image you want to present

• Put yourself and your audience in the right mind space

• Consider your non verbal options – plan your non

verbals

• Consider your persuasion options – go into the

exercise with a plan.

Key learnings from today

For further information please contact Andrew Marty, Managing Director of SACS Consulting on +613 8622 8508 or andrewm@sacsconsult.com.au